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Cookie Empire Saves BYU Coach's Job
4 Dec, 2025
Summary
- Crumbl CEO offered game tickets for fan support.
- Fans rallied for coach Kalani Sitake's extension.
- Social media memes celebrated the coach's retention.
When rumors surfaced linking BYU coach Kalani Sitake to Penn State, Crumbl Cookies CEO and BYU booster Jason McGowan rallied fans. He initiated a social media campaign, even offering tickets to the Big 12 championship game to fans with compelling reasons for Sitake to stay.
This fan engagement proved successful, as BYU announced an extension with Sitake shortly after. The story quickly evolved into a popular meme trend, highlighting the unexpected role of the cookie company in retaining the coach.
The social media buzz surrounding Crumbl's involvement even caught the attention of sports analysts, who praised the creative fan support and predicted further integration of the brand with BYU athletics.
